Post by saidusupreme on Oct 9, 2014 21:56:28 GMT -5
In 2014, Red or Product Red, partnered with Bank of America to fundraise for aids project in Africa. Product Red was co-founded by international singing sensation Bono, who created the non-profit along with a slew of other initiatives that address global issues—Aids was one of them. During the 2014 Super Bowl, each time someone downloaded Bono’s song “Invisible” for free, Bank of America donated 1$ to Bono’s non-profit. All the profits went to funding AIDS programs in Africa.
Red has been around since 2006, they are in essence a brand/nonprofit that attaches itself to various established brands. Once someone buys the brand that is dedicated to Red, a portion of the price of the item is given to the non-profit so that they may fund programs throughout the world and help fight AIDS. The idea is genius because it is a form of perpetual fundraising for a global health purpose and it is branding and promoting at its finest. When someone buys a Red product they are aware that they are helping fight Aids, and this in turn builds global awareness for the fight against AIDS.
I chose to research Red because during this week’s Google Hangouts on social media best practices I picked up that it is helpful for non-profits to attach themselves to well-known people or for-profit organizations and businesses.
Red is exemplary of this practice because their brand was incepted to be incorporated with consumer products such as sweatshirts at gap or iPods at Apple. Because Red does this so well, they have been able to provide AIDS treatment to over 100,000 Tanzanians in the continent of Africa—and that’s just one country. Sarah Mills also mentioned that 78% of people partake in online banking, with that statistic, Bank of America is a prime carrier for Red; and other non-profits should look to innovate their fundraising campaigns as red has. Moreover, Bono is an international superstar know the world over. Because he is one of the co-founders for Red, many people attach his name to the cause. This not only builds familiarity that will eventually mature into trust, but it also provides a likeable face that the non-profit can point to whenever they need to partner with more organizations or ask the public for donations. Red is marked number 8 of all top non-profits presence on social media, by topnoprofits.com, and for good reason. People buy the products to show their stance in solidarity and it is almost a tertiary approach to donating that is very affective. We constantly discuss how people must be eased into giving, Red proves that fundraising can be done by attaching themselves to money people already spend, and that way there is no need for coercion.
www.adweek.com/news/advertising-branding/red-makes-real-change-fight-against-hivaids-160394
www.adweek.com/news/advertising-branding/bono-superbrand-who-makes-world-better-place-160395
www.red.org/en/learn/partners/bank-of-america
en.wikipedia.org/wiki/Product_Red
Red has been around since 2006, they are in essence a brand/nonprofit that attaches itself to various established brands. Once someone buys the brand that is dedicated to Red, a portion of the price of the item is given to the non-profit so that they may fund programs throughout the world and help fight AIDS. The idea is genius because it is a form of perpetual fundraising for a global health purpose and it is branding and promoting at its finest. When someone buys a Red product they are aware that they are helping fight Aids, and this in turn builds global awareness for the fight against AIDS.
I chose to research Red because during this week’s Google Hangouts on social media best practices I picked up that it is helpful for non-profits to attach themselves to well-known people or for-profit organizations and businesses.
Red is exemplary of this practice because their brand was incepted to be incorporated with consumer products such as sweatshirts at gap or iPods at Apple. Because Red does this so well, they have been able to provide AIDS treatment to over 100,000 Tanzanians in the continent of Africa—and that’s just one country. Sarah Mills also mentioned that 78% of people partake in online banking, with that statistic, Bank of America is a prime carrier for Red; and other non-profits should look to innovate their fundraising campaigns as red has. Moreover, Bono is an international superstar know the world over. Because he is one of the co-founders for Red, many people attach his name to the cause. This not only builds familiarity that will eventually mature into trust, but it also provides a likeable face that the non-profit can point to whenever they need to partner with more organizations or ask the public for donations. Red is marked number 8 of all top non-profits presence on social media, by topnoprofits.com, and for good reason. People buy the products to show their stance in solidarity and it is almost a tertiary approach to donating that is very affective. We constantly discuss how people must be eased into giving, Red proves that fundraising can be done by attaching themselves to money people already spend, and that way there is no need for coercion.
www.adweek.com/news/advertising-branding/red-makes-real-change-fight-against-hivaids-160394
www.adweek.com/news/advertising-branding/bono-superbrand-who-makes-world-better-place-160395
www.red.org/en/learn/partners/bank-of-america
en.wikipedia.org/wiki/Product_Red